# First ever virtual shoe try-on activation

**Published by:** [Brandon Donnelly](https://brandondonnelly.com/)
**Published on:** 2021-07-29
**Categories:** activation, fashion, gucci, lens-studio, retail, shoppable-ar, snapchat, snapml, tech
**URL:** https://brandondonnelly.com/first-ever-virtual-shoe-try-on-activation

## Content

Earlier this month Snapchat announced the acquisition of Vertebrae, which is a 50-person company that allows brands to create and manage 3D versions of their products. Why does this potentially matter? Because Snapchat is already doing stuff like this:https://videopress.com/v/t2NHb1AP?preloadContent=metadata(If you can't see the embedded video, click here.) This was a recent partnership with Gucci that Snapchat is calling the first ever "virtual shoe try-on activation." The way it worked for the nearly 19 million people that it reached was pretty simple. Point the Snapchat camera at your feet. Try on a bunch of new Gucci shoes. Buy by tapping "shop now." As we all consider what it will mean to go shopping in the future -- and what kind of real estate will be most valuable -- this kind of innovation strikes me as being a very big deal.

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